INSTITUT ZA PREDUZETNIŠTVO I EKONOMSKI RAZVOJ INSTITUT ZA PREDUZETNIŠTVO I EKONOMSKI RAZVOJ

With the support of

United Nations Diversity of Educational, Scientific and Cultural Expressions Cultural Organization

MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN Assessment of the economic contribution of the cultural and creative industries 2019

MAPPING OF CULTURAL MAPIRANJE KULTURNIH I KREATIVNIH AND CREATIVE INDUSTRIES INDUSTRIJA U CRNOJ GORI Procjena ekonomskog doprinosa IN MONTENEGRO kulturnih i kreativnih industrija Assessment of the economic contribution of the cultural and creative industries

Podgorica, June 2019 Podgorica, jun 2019 Contents

1 INTRODUCTION...... 1 2 METHODOLOGY...... 4 3 CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO...... 8 4 INDICATORS OF THE CONTRIBUTION OF CULTURAL AND CREATIVE INDUSTRIES...... 15 4.1 Gross value added...... 15 4.2 Business entities...... 16 4.3 Employment...... 18 4.4 Revenue...... 21 4.5 Balance of Payments for Cultural Services (Import and Export)...... 22 4.5 Household consumption...... 24 4.6 Expenditure on cultural activities in the budget...... 26 ...... 27 4.7.1 Museums, Libraries and Heritage...... 27 4.7 Profiles4.7.1 , of the Visual sector and Performing Arts...... 29 4.7.2 Design ...... 31 4.7.3 Film ...... 32 4.7.4 Photography ...... 34 4.7.5 Architecture ...... 35 4.7.5 Computer programs and games...... 36 4.7.6 Electronic media...... 38 4.7.7 Publishing...... 40 4.7.8 Advertising and Market Communications...... 42 4.7.9 Artistic and Traditional Crafts ...... 44 5 CONCLUSIONS...... 47 6 ...... 49

Published with the support of UNESCO International Fund for Cultural Diversity through project “Mapping and Development of Cultural and Creative Industries in Montenegro”. The views expressed

International Fund for Cultural Diversity. in this publication are those of the authors and do not necessarily reflect the opinion of the UNESCO Abbreviations

AEM Agency for Electronic Media LFS Labor Force Survey GDP Gross domestic product GVA Gross value added CBMNE Central bank of Montenegro CICAP to Purpose DepartmentClassification of of Culture, Individual Media Consumption and Sport, UnitedAccording DCMS Kingdom EU European Union EUR Euro EUROSTAT Institute for Entrepreneurship and Economic IEED DevelopmentStatistical Office of the European Union ITRS International transactions reporting system CA CCI Cultural and creative industries Classification of the activities MONSTAT NOC Statistical Office of Montenegro RTMNE Radio and Television of Montenegro National Occupational Classification UNESCO Organization United Nations Educational, Scientific and Cultural MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

6 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

1 INTRODUCTION

Mapping of the cultural and creative industries in Montenegro is part of the activities of the project ‘Cultural and Creative Industries as a Sustainable Economic Sector in Montenegro’, supported by the UNESCO International Fund for Cultural Diversity, implemented by the Institute for Entrepreneurship and Economic Development (IPER). The aim of the project is to support the development of the Cultural and Creative Industries (CCI) in Montenegro through: mapping the CCI in Montenegro and identifying their potential to strengthen local and regional development, identifying and promoting successful entrepreneurship stories in the CCI to gather lessons learned and establish a general and strategic framework for their further development, encouraging the development of entrepreneurial skills in the sector and raising awareness of the CCI potential for social and economic development in Montenegro.

The cultural and creative industries in Montenegro are in a nascent phase but they are recognized as potential, aimed at generating income or at local and national level. The mapping process should serve as a basis forprofits measuring and creating the development jobs, which ofcontributes the cultural to andsustainable creative development industries in the coming period.

The cultural and creative industries are one of the fastest growing sectors and are major drivers of developing economies in developed countries, contributerepresenting to ahuman, significant inclusive source and of incomesustainable and employment.development. In addition to the economic benefits of the cultural and creative industries, they According to a study by Ernst & Young (2015), the cultural and creative industries account for 3% of gross domestic product (GDP) and employ a workforce of 7.7 million people in the new Europe.1

The cultural and creative industries have been undergoing a very dynamic 1 Cultural times, The first global map of cultural and creative industries, Ernst & Young Global Limited, International Confederation of Authors and Societies (CISAC), , 2015; 14-18.

1 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO development since the middle of the last century, accompanied by numerous changes. As stated in the Feasibility Study on the collection and analysis of data in the EU cultural and creative sectors made at European level over the last twenty years to improve the statistics of the cultural and creative sectors. However, there ‘... significant is still no systematicefforts have way been to fully understand the value of CCIs and their contribution to the economy.’ 2.

For the purposes of this research, when defining the CCI, we started DCMSfrom two - Department major definitions: of Culture, the MediaUNESCO and definition Sport, the of Unitedthe cultural Kingdom and whichcreative formed industries the basis and forthe the definitions development of the of creativethe largest industries number of CCIthe

‘an organized activity sector whose purpose is to produce or reproduce, promote,methodologies. distribute UNESCO and defines/ or commercialize the cultural and cultural creative goods, industries services as or activities, of a cultural, artistic or heritage nature3. According to the British Model (DCMS), the creative industries are ‘industries that are based on individual creativity, skill and talent and which, by creating and using intellectual property, have the potential to create wealth and employment.’4

As the definitions do not provide a clear insight into the content of the cultural and creative industries, they are further defined Theby defining biggest sectorschanges and in the activities. CCI have been recorded in the last ten years, so it is precisely the international and regional experience of the countries of the region that has been used in the methodological approach and mapping of the cultural and creative industries in Montenegro.

Starting from the Cultural Development Program 2016-2020 document of the Ministry of identifying the areas of creative industry, and a comprehensive analysis of the international, as an official followed by an assessment of the economic effects of the CCIs in Montenegro. 2experience Feasibility in studymapping on data collection the CCIs, and analysis sectors in the cultural and andactivities creative sectors were in the defined, EU, KEA, European Commission, Brussels, 2015, 4. 3 http://www.unesco.org/new/en/santiago/culture/creative-industries/ (Accessed 10/09/2018). 4 I.R. Bakaric, K, Bacic, Lj. Bozic, Mapping the Creative and Cultural Industries in the Republic of Croatia, Economic Institute, , 2015, 40

2 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

The availability of statistics is largely determined by an activity-based approach that allows measuring the economic effects of the CCIs, such as employment and GDP participation.

It should be borne in mind that the cultural and creative industries are are interconnected with other sectors. In the future, there may be radical changesmost susceptible in the structure to change, of itthe is veryCCI, givendifficult the to movement classify them and because the need they to areadapt not to a consumerstatic category needs. but As should stated bein revisedthe clarification from time of to the time. Statistical As the economyOffice (MONSTAT) and its structure on the classification change over time,of activities new activities, 2010, classifications services and products are gaining importance.

New technologies that create entirely new services and products have the greatest impact on changes in the economy, which is important in view of of activities within competent institutions.5 Against this background, a newthe broader division context into sectors of the impact or additions of these to phenomena existing new on theactivities classification within the CCI may very soon be required. New changes should be made in line with changes in the market and keep up with the times.

Considering that the CCIs are not recognized as a single sector, there is no single institutional and strategic framework governing this area, but the responsibilities for design and development are divided according to which particular activities they belong to. The foregoing points to the need for cross-sectoral cooperation in the cultural and creative industries.

Mapping the cultural and creative industries in Montenegro is a venture whose end result should only serve as a starting point for decision makers to develop creative industries in the coming period.

5 See: Classification of Activities 2010

, Statistical Office of Montenegro, Podgorica, 2011, 6-10. 3 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

2 METHODOLOGY

The methodology for the CCI mapping is based on international mapping inexperiences Montenegro while and respecting which activities the specificities within the ofsector Montenegro. should be The covered, basic task and challenge was to choose how to group, ie. define the CCI sectors the sector, the aim was to group related activities that would at the same with all the constraints observed during the mapping process. In defining each,time provideas well as a sufficientlymeasuring the detailed effects basis of support. for devising various support for the development of the sector, taking into account the specificities of In the Cultural Development Program of Montenegro, the creative industries sustainableare defined asdevelopment ‘activities in at the local field and of nationalculture, aimed level’ and at generating are recognized income in theor profits, areas of: inclusion ‘architecture, in the artistic business crafts, sector, design, ie economies, photography, contributing fashion and to other applied arts, festivals and events, digital arts and new technologies in culture, audiovisual, music and performing arts, publishing and literature and the visual arts.’ Also, ‘in terms of cultural heritage, the protection and preservation of traditional crafts and skills represent a potential resource and development category for the future design of small and medium- sized enterprises and family businesses.’6

The survey Culture Impact Indicators for Montenegro 2015, supported by UNESCO, is an initial step in assessing the contribution of the CCA and demonstrates the role that culture plays as a facilitator and driver of sustainable development through the analysis of seven dimensions such as: economy, education, governance, social inclusion, gender equality, communication and cultural heritage. Economic contribution is shown through: participation of cultural activities in gross domestic product,

Asemployment part of the in note the field when of culturecalculating and thehousehold contribution expenditure of culture on culture. to the GDP of Montenegro, it is emphasized that it is necessary to improve the data at the national level and to classify activities at the four-digit

6 Cultural Development Program 2016-2020, Ministry of Culture of Montenegro, , 2016, 22.

4 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

on the two-digit new and that as such do not represent a precise basis to evaluateclassification the contribution level, bearing of in culture. mind that In this the way,statistics certain are activities available were only not covered, which ultimately led to a possible underestimation of the sector’s contribution. Also, in terms of employment, it was stated that it basic socio-economic characteristics of employees7. is necessary to improve statistics in order to ensure classification by the International literature provides a wide range of approaches to mapping

For the purpose of mapping the CCI in Montenegro, a review and analysis ofthe recent cultural literature and creative have industries,been carried which out, differwhich in also definition contain and a detailed scope. overview of the development of the cultural and creative industries, as

(Croatiawell as an and overview ), of which, different despite models their and differences, their specificities. are culturally Particularly most similarsignificant to wasMontenegro. the experience The analysis of mapping that CCIs preceded from surrounding the CCI mapping countries in Montenegro covered the following documents: • The economy of culture in Europe, KEA, Directorate-General for Education and Culture, European Commission, Brussels, 2006; • S. Jovicic, H. Mikic, Creative Industries in Serbia, British Council , , 2006; • The 2009 UNESCO Framework for Cultural Statistics (FCS), Institute

Cultural Organization (UIS), Montreal, 2010; • V.Kisic,for Statistics Cultural of and the Creative United IndustriesNations Educational, in Europe, Culture: Scientific Cultural and Policy, vol 130, Institute for the Study of Cultural Development, Belgrade, 2011, 199-225; • Measuring cultural participation, 2009 UNESCO Framework for Cultural Statistics Handbook No. 2, Institute for Statistics of the

(UIS), Montreal, 2012; • ESSnetUnited Nations‐ culture, Educational, European Statistical Scientific System and Cultural Network Organization on Culture, Ministry of Culture Finances and cultural statistics department (CoStaC), Luxembourg (LU), 2012; • Creating growth, Measuring cultural and creative markets in the EU, Ernst & Young Global Limited, European Grouping of Societies of Authors and Composers (GESAC), Paris, 2014; 7 Compare: Culture for Development Indicators – CDIS, National Commission for UNESCO Montenegro, Cetinje, 2015, 5-9

5 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

• Cultural times, The first global map of cultural and creative industries, Ernst & Young Global Limited, International Confederation of Authors and Composers Societies (CISAC), Paris, 2015; • Mapping of creative and cultural industries in the Republic of Croatia, Economic Institute, Zagreb, 2015; • Feasibility study on data collection and analysis in the cultural and creative sectors in the EU, KEA, European Commission, Brussels, 2015; • Culture for Development Indicators – CDIS), National Commission for UNESCO Montenegro, Cetinje, 2015; • Cultural Development Program 2016-2020, Ministry of Culture of Montenegro, Cetinje, 2016. • H. Mikic, Creative Entrepreneurship: Theory and Practice, Foundation Group for Creative Economy, Belgrade, 2017

Based on the analysis of documents and available statistics, an activity- based approach was selected. An activity-based approach allows for the measuring of economic effects of CCIs, such as employment and participation in GDP.

The explanation provided by the Statistical Office of Montenegro state that providethe application the production of the ‘2010 and classification publication of of activities, statistical which data is by substantially economic activitiesand structurally as well fully as international in line with thecomparability NACE Rev. 2of classification.’, statistical’data it8 .is For to the purposes of mapping and assessment of effects, data at the lowest level were used, ie. groups (indicated by a four-digit number) to achieve the most reliable estimate at a given time.

The activity-based approach has a limited reach because it leads in one part to an overestimation of the CCI contribution to employment, as it covers all employees in the CCIs activities, regardless of whether the employees are involved in the production of creative content, while on the other hand, it underestimates the number of employees involved in producing creative content outside of CCI.

In addition to the aforementioned approach,an occupational approach is used in mapping, in which the focus is on creative occupations rather than 8 https://www.monstat.org/cg/page.php?id=107&pageid=107 (Accessed: September, 10, 2018).

6 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO employment in sectors, as well as an approach based on a combination of industries and occupations.

Mapping ie. assessment of the economic effects of the cultural and creative industries in Montenegro includes: • Estimation of CCI economic contribution in the form of gross value added (GVA) in relation to the GVA of Montenegro; • an assessment of the CCIs contribution to employment and the participation of cultural and creative occupations in total employment; • estimation of the number of business entities (legal entities and entrepreneurs) in the CCI; • an estimate of the total revenues generated by the CCI and the share of total revenues at the level of Montenegro; • assessment of foreign trade in cultural services; • estimating household spending on culture and related activities; • an estimate of expenditure on cultural activities in the budget.

For the purposes of mapping and assessing the economic contribution

Administration, the Ministry of Finance, the Central Bank of Montenegro,and alternativeof CCI, in addition sources ofto data the wereofficial used, data mainly of the on Statistical the basis of Office, consultations the Tax such as registers of craftsmen, independent artists and independent experts in culture, etc.

7 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

3 CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

Starting from the Cultural Development Program 2016-2020 document of the Ministry of Culture of Montenegro identifying areas of creative industry, and based on the analysis of international experience, as an official in CCI mapping and consultation, 11 sectors and 40 activities belonging to 9. Below are the sectors with related activities, ie. groups (indicated by a four-digit number) from which the CCIeconomic based oneffects CD 2010 were were subsequently identified estimated (Table 1).

MUSEUMS, LIBRARIES AND HERITAGE

MUSIC, VISUAL AND PERFORMING ARTS

DESIGN FILM PHOTOGRAPHY

COMPUTER PROGRAMS ARCHITECTURE AND GAMES

ELECTRONIC MEDIA PUBLISHING

ADVERTISING AND MARKET COMMUNICATIONS

ARTISTIC AND TRADITIONAL CRAFTS

9 Law on Classification of Activities

(‘Official Gazette of Montenegro’, no. 18/11). 8 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

In addition to recognized activities, artistic and traditional crafts appear accurately include them in any of the previously mentioned activity groups. within the various activity classification groups, so it is not possible to The Law on Crafts 10 conditions for performing craft activity, the manner of registration of craft activities and other defines important the concept issues of related craft activity, to this. regulatesThe types the of Decision on the Establishment of Crafts, craft-like activities and a list of simple and complex occupations11 within which 98 crafts are defined by the crafts. Recognized artistic and traditional crafts are: barrel, carpenter and woodcarver,crafts have been engraver, identified, glass engraver,36 of which lampshade belong to maker, artistic boat and and traditional sailboat maker, basket maker, mask and doll maker, musical instrument maker, folk costume maker, souvenir maker and maker hat, jeweler, ceramicist, piano player, bookbinder, basket and wickerwork, blacksmith, tailor, furrier and / or tanner, modeler, mosaicist, knitter, gilder, shoe maker, ceramic art maker, icon and fresco painter, painter glass and porcelain, carpenter, purse maker, artistic foundry, embroiderer, sculptor, stained glass, jeweler. 12

Table 1: Creative and cultural industries – sectors and activities SECTORS CA 2010 Activity name 9101 Library and archives activities Museums, libraries 9102 Museum activity and heritage Maintenance of historical sites, buildings and 9103 similar tourist monuments 9003 Artistic creation 9004 The work of art institutions 8552 Art education 1820 Duplication of recorded tracks Music, visual and Recording and publishing of sound recordings 5920 performing arts and music Retail sale of music and video in specialized 4763 stores 9001 Performing Arts 9002 Auxiliary Activities within performing arts Design 7410 Specialized design activities

10 11 Decision on the Establishment of Crafts, Activities Similar to the Craft and List of Simple and Complex OccupationsLaw on Crafts (‘Official Gazette of Montenegro’, No. 54 / 09,64 / 09, 40/11 as of August, 08, 2011). 12 terms used in this text for male occupations imply the same terms in the feminine gender (‘Official Gazette of Montenegro’, No. 63/10 of November, 5, 2010).

9 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

Production of movies, videos and television 5911 programs Activities followed by the production of movies, 5912 videos and television programs Movie Distribution of movies, videos and television 5913 programs 5914 Activity of showing movies 7722 Rental of video cassettes and compact discs Photography 7420 Photographic activities Architecture 7111 Architectural activity Computer programs 5821 Publishing of computer games and games 6201 Computer programming 6010 Broadcasting of radio programs Production and broadcasting of television Electronic media 6020 programs 6312 Web site services (web portal) 5811 Publishing of books 5813 Publishing of newspapers 5814 Publishing of journals and periodicals Publishing 5819 Other publishing 6391 Activities of news agencies 7430 Translation and interpreting services 4761 Retail sale of books in specialized stores Advertising 7021 Communication and public relations activities and marketing 7311 Advertising agencies communications 7312 Media presentation Production of travel and handbags, leather 1512 products and belts Production of other products of wood, cork, 1629 straw and sticks Production of ceramic household and Artistic and 2341 traditional crafts decorative objects 2349 Production of other ceramic products 3212 Production of jewelery and related articles Production of imitation jewelery and related 3213 articles on the basis of the Register of Craftsmen and recognized crafts belonging toIdentification artistic and of traditional the number crafts, of business was not entities possible engaged due to in the craft fact activities, that the

10 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO register was not updated as a result of organizational changes of the Chamber of Crafts.13Based on the consultation with the representatives of the PI Chamber of Crafts, it is expected that in the forthcoming period it will be possible to establish work in full capacity and update the register, which will enable the mapping and estimation of the number of business entities engaged in craft activity.

In addition to defining the 14CCI used sector to monitor and activity, labor themarket mapping trends. process When identified cultural and creative occupations based on the Standard Occupational Classification defining, the lowest level data was used, ie. groups (indicated by a four- professions,digit number). which The mapping are shown identified below by 57 sectors groups accordingof the CCI. to the National Occupational Classification 2011 that belong to the cultural and creative Table 2: Cultural and creative professions - sectors and professions NOC SECTORS Activity name 2011 2621 Archivists, curators and conservators - restorers Librarians, documentalists and related 2622 Museums, galleries professionals and libraries Gallery, library, museum, archive associates and 3433 associates of other cultural heritage institutions 4411 2355 Other Art Teachers (Out of Regular Education) Officers in libraries 2651 Artists (painters and sculptors) 2655 Actors 2653 Dancers and choreographers Music, visual and Artists - creators and performers who are not performing arts 2659 Stage collaborators, musicians, actors and related 3435 stageclassified collaborators elsewhere 2354 Other music teachers (outside of regular schooling) 2652 Musicians - instrumentalists, singers and composers 2163 Product designers and creators Design 2166 Graphic and multimedia designers 3432 Interior designers and decorators

13 Last checked September, 05, 2019 14 February,11, 2011) Standard Occupational Classification (‘Official Gazette of Montenegro’, No. 10/2011 as of

11 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

NOC SECTORS Activity name 2011 2654 Film, theater and related directors and producers Movie Artists - creators and performers who are not 2659 Photography 3431 Photographers classified elsewhere 2161 Architects 2162 Architects for interior decorating Architecture 2164 Professional associates and technicians in 3112 constructionUrban and traffic planners 2511 System analysts 2512 Software development experts Computer programs, 2513 Web and multimedia development experts games and new media 2514 Application developers Software and application development experts and 2519 2656 Speakers on radio, television and other media analysts, who are not classified elsewhere 2657 Recorders and operators of audio-visual equipment Electronic Media - (tv, 2642 Journalists video, radio) Expert associates and technicians of broadcasting 3521 and audio-visual techniques 3522 Telecommunication technicians and professionals 2641 Writers and related writers Publishing 2642 Journalists 2643 Translators, interpreters and other linguists 1221 Sales and marketing executives / directors Advertising 1222 Public Relations Executives / Directors and marketing communications 2431 Marketing experts 2432 PR experts

12 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

NOC SECTORS Activity name 2011 7221 Blacksmiths and metal cutters Manufacturers and processors of textiles, leather 7318 and similar materials with hand tools 7314 Pottery and related occupations 7312 Musical instrument makers and tuners 7313 Jewelers and manufacturers of jewelers 7315 Glass makers and processors 7316 Writers, decorators and engravers Wood and other natural materials hand-tool 7317 operators Artisanal craftsmen with hand tools who are not 7319 7521 Woodwork occupations Crafts (artistic and classified elsewhere traditional) 7522 Carpenters and related occupations 7531 Tailors, furriers and hats makers 7532 Clothing designers and related occupations 7533 Sewing, embroidery and related occupations Shoes and leather products makers and related 7536 occupations 8152 Operators of weaving and knitting machines 8153 Sewing machine operators Operators of machines for the preparation and 8155 treatment of fur and leather 8156 Operators of footwear making machines Operators of textile, leather and fur machinery 8159 elsewhere and related occupations, who are not classified The updating of the list of cultural and creative professions and activities should be continued in line with changes in classifications, as it was industriesnot possible is atexpected. first to cover everything. In this regard, the contribution of institutions and individuals from the fields of cultural and creative In the process of mapping and evaluating basic indicators, certain circumstances have affected the accuracy of the data primarily due to the registration of the activities of economic entities. An insight into the Central Register of Business Entities15reveals companies registered with 15 http://www.pretraga.crps.me/ (Accessed May, 21, 2018)

13 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO their main activity, which is not actually their primary activity but is active in another activity.

Also, one of the limiting factors is the fact that part of the economic entities did not change the registration data regarding the activities during the of individual sectors. change of the official CA 1998 to the 2010 CA. Assessing the contributions These limitations can be overcome by occasionally conducting specialized, methodologically sound research on the sample, where the extrapolation of the results obtained could characterize the sectors individually, but also the CCI as a whole. Limitations in the valuation are also undertakings carrying out a number of different activities, but registered under one, sectors. These limitations can be overcome by occasionally conducting specialized,which certainly methodologically influences the assessment sound research of the contributions on the sample, of individual where the extrapolation of the obtained results could characterize the sectors individually, but also the CCI as a whole.

Experiences in the mapping process point to certain institutional shortcomings in terms of availability and precision of data, which should be overcome by strengthening the capacities of the Chamber of Crafts, as well as improving statistics at lower levels when it comes to the Statistical of persons engaged in activities within the CCI sector, but which are not Office of Montenegro. The survey revealed that there are a large number additionalofficially registered, work. especially in the field of arts and traditional crafts. These types of activities for a significant number of people represent It should be noted that the mapping does not cover non-governmental affects employment or promotion of culture and cultural content that have aorganizations broader impact, in the such field as of development culture, although of cultural their tourism.contribution directly

14 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

4 INDICATORS OF THE CONTRIBUTION OF CULTURAL AND CREATIVE INDUSTRIES 4.1 Gross value added

For assessment of the gross value added, the Tax Administration data activities were used. In the calculation, an income approach was used, whereon profit GVA and represents loss account the sum for of economic gross earnings entities of employees belonging andto the results CCI from ordinary activities before tax. The revenue approach implies that

The GVA calculation of the cultural and creative industries covered 10 sectorsthe consumption and 33 activities of fixed belonging capital is transformed to the CCI. The into artistic newly and created traditional value. crafts sector is not included in the GVA calculation because within the recognized activities it was not possible to classify enterprises that meet the conditions prescribed by the Law on Crafts.

According to the budget, the gross value added of the CCI industry in 2017 was EUR 53 million, representing 1.5% of the gross value added at the level of Montenegro. 16 Comparative data shows that as the economy grows, GVA in CCI grows, but that the relative share of CCI remains the same.

Table 3: Gross value added of CCI 2014 2015 2016 2017 GVA CCI 38.239.222 48.494.291 48.932.698 53.590.085 GVA MNE 2.799.455.000 3.022.004.000 3.270.989.000 3.518.560.000 Participation of GVA 1,4 1,6 1,5 1,5 CCI in GVA MNE (%) Source:Budget based on data from the Tax Administration, CBM, MONSTAT and IPER calculation

16 It is common for individual items that make GVA to be compared to GVA, and this makes a real product sectors to compare it with GDP. For example. The Ministry of Finance uses the comparison with GVA when commentingcontribution fromon the an production industry, because approach it is in not the possible Economic or difficultReform toProgram split taxes in dialogue minus subsidies with the intoEC (Europeanindividual Commission).

15 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

4.2 Business entities

Data on business entities were obtained on the basis of data from the on business entities include legal entities and entrepreneurs. According toTax the Administration collected data, by theactivities total numberby activity of classificationbusiness entities CA 2010. in CCI Data in 2017 amounted to 1.864, which represents 3,5% of the total number of registered at the level of Montenegro. The data indicate a constant increase in the number of entities in the 2014-2017 period, primarily by legal entities. However, despite the growth, especially in 2017, there has been no increase in the share of CCI business entities relative to the total number of business entities in Montenegro.

Graph 1: Number of business entities in CCI 1864

1766

1720 1702

2014 2015 2016 2017 Source: Calculation based on data from the Tax Administration

Graph 2: Number of legal entities and entrepreneurs in CCI

1562 1465 1411 1409

291 311 301 302

2014 2015 2016 2017

LEGAL ENTITIES ENTREPRENEURS

Source: Calculation based on data from the Tax Administration

16 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

The CCI companies in Montenegro are most numerous in the following sectors: advertising and communication; publishing; computer programs and games and the music, visual and performing arts sectors. Looking at the form of organization, it can be seen that the concentration of companies is the highest in the areas where the highest income is generated and the need for labor engagement is higher, as opposed to the entrepreneurs who appear most often in industries where creativity and independence are required in work. Legal entities as a form of organization occur most often in the following sectors: advertising and marketing communications, publishing and computer programs and games, while entrepreneurs are most represented in the sectors: music, visual and performing arts; artistic and traditional crafts and photography.

The growth of the number of business entities in the 2014-2017 period entities in the CCI. did not significantly affect the change in the very structure of business Table 4: Number of business entities in CCI by sectors Participation 2014 2015 2016 2017 2017 Museums, libraries and heritage 46 46 47 48 2,6% Music, visual and performing arts 191 213 213 221 11,9% Design 60 74 86 104 5,6% Movie 120 144 139 150 8,0% Photography 84 96 94 104 5,6% Architecture 111 121 125 137 7,3% Computer programs and games 202 230 247 252 13,5% Electronic media 107 114 114 125 6,7% Publishing 234 228 227 236 12,7% Advertising and marketing communications 361 273 293 306 16,4% (Integrated Marketing Communications) Artistic and traditional crafts * 186 181 181 181 9,7% CCI 1702 1720 1766 1864 100,0% % CCI 3,6% 3,4% 3,4% 3,5% - Business entities in Montenegro 47727 50088 51799 53900 - Source: Calculation based on data from the Tax Administration

17 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

4.3 Employment

The estimate of the number of employees included the estimation of the number of employees in the cultural and creative professions and the using different sources of data and method of calculation. estimation of the employees in the field of cultural and creative industries The estimate of employees in the cultural and creative professions is based on data from the Labor Force Survey conducted by the Statistical groupsOffice for according 2017, which to the is NOC also 2011,the only the available estimated source number for thisof employees estimate. wasBased 10.2 on thousand the previously in 2017, defined which listrepresents of occupations 4.4% of theby occupationaltotal number of employees at the level of Montenegro.

Table 5: Number of employees engaged in cultural and creative occupations and participation in the total number of employees Employees (in thousand) Participation Cultural and creative professions 10,2 4,4% Other occupations 219,1 95,6% Total number of employees 229,3 100,0% Source: Calculation based on ARS 2017 - Monstat of data on socio-economic characteristics of employees in cultural and creativeOn the basis professions of the questionnaire (such as gender, of the age, Labor education, Force Survey, employment the verification status and type of contract duration) was initiated. for the number and participation of cultural and creative occupations in theAfter total verification, number itof was employees. found that Assessment data estimates of the could structure only be of obtained cultural and creative occupations was not possible, because the existing sample does not provide a reliable basis for estimating the number, or structure, by basic socio-economic characteristics of those employed in cultural and creative occupations. Estimation of the number of employees in CCI is based on the administrative data of the Tax Administration, which includes all employees in registered business entities (legal entities and entrepreneurs) in recognized activities according to CA 2010. According to the data obtained, the total number of employees in CCI in 2017 was 6,192 persons, representing 3.2% of the total number of employees at the

18 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO level of Montenegro. Data indicates a constant increase in the number of employees, with employees in legal entities accounting for over 94% of the total number of employees in the CCI.

Graph 3: Number of employees in CCI

6192

5839 5743 5636

2014 2015 2016 2017

Source: Calculation based on Tax Administration data

Graph 4: Number of employees by type of organization of business entities in CCI

5837 5285 5383 5487

351 360 352 355

2014 2015 2016 2017 LEGAL ENTITIES ENTREPRENEURS Source: Calculation based on Tax Administration data

The largest number of persons in CCI are employed in the following sectors: electronic media; music, visual and performing arts; publishing and museums, libraries and heritage. It should be borne in mind that the crafts do not cover all due to the limitations already mentioned in the methodological part, and that there are possibilities within the recognized activities to include enterprises that do not meet the conditions prescribed by the Law on Crafts.

19 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

Table 6: Number of employees in CCIs by sector Partici- 2014 2015 2016 2017 pation 2017 Museums, libraries and heritage 774 780 781 860 13,9% Music, visual and performing arts 879 889 924 920 14,9% Design 77 98 113 141 2,3% Movie 215 227 237 270 4,4% Photography 147 152 146 164 2,6% Architecture 301 335 350 374 6,0% Computer programs and games 419 488 529 621 10,0% Electronic media 1383 1334 1327 1342 21,7% Publishing 712 752 733 763 12,3% Advertising and marketing communications 406 369 384 421 6,8% (Integrated Marketing Communications) Artistic and traditional crafts * 323 319 315 316 5,1% Employees in CCI 5636 5743 5839 6192 100,0% % employees in CCI 3,2% 3,2% 3,2% 3,2% - Employees Montenegro 176892 178785 184441 194601 - Source: Calculation based on Tax Administration data

In addition, in accordance with the Law on Culture17, cultural activities may be performed by natural persons for the purpose of generating income without employment, in accordance with the provisions of the said Law as independent artists and cultural experts, who are entered in the Register of Independent Artists and Independent Experts in culture.

In 2017, a total of 106 independent artists were recorded in the fields of Tablemusic, 7:fine Independent arts, literature artists and, andsculpture, cultural etc. experts 2014 2015 2016 2017 Freelance artists and experts 85 95 99 106 Source: Ministry of Culture

17 Law on Culture

(‘Official Gazette of Montenegro’, no. 049/08, 016/11, 040/11 and 038/12 as of July, 19, 2012) 20 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

4.4 Revenue

The revenues of business entities are calculated on the basis of data from the Tax Administration as a cumulative sum of total revenues of legal entities and entrepreneurs who are obliged to submit reports. The datacalculation of entrepreneurs of total revenues are only does partially not include available businesses for the photography, that are flat-rate craft (artistictaxed, so and the traditional),data largely reflectpublishing the income and computer of legal programsentities. The and revenue games sectors. CCI’s total revenues in 2017 amounted to EUR 127.2 million and accounted for only 1.4% of Montenegro’s business entities. After the initial growth achieved in 2015,Graph total 5: CCITotal revenues revenue recorded in CCI a significant decline.

138.331.818

134.937.780

127.178.896

119.897.627

2014 2015 2016 2017 Source: Calculation based on Tax Administration data

The CCI sectors, where the highest revenue is generated, are: publishing, advertising and marketing communications, electronic media and computer programs and games.

21 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

Table 8: Total revenue in CCI by sectors Partici- 2014 2015 2016 2017 pation 2017 Museums, libraries and 1.715.574 2.318.805 3.259.220 3.620.182 2,8% heritage Music, visual and 4.028.294 5.858.139 7.610.602 9.177.943 7,2% performing arts Design 1.757.279 1.988.556 2.134.985 1.904.452 1,5% Movie 2.718.099 4.854.154 5.679.583 4.982.985 3,9% Photography 563.670 593.769 833.664 939.269 0,7% Architecture 8.337.436 10.121.163 9.446.795 12.314.226 9,7% Computer programs and 15.591.261 16.492.426 20.023.387 20.490.359 16,1% games Electronic media 21.651.853 24.734.392 24.028.074 23.161.509 18,2% Publishing 16.803.646 19.964.078 22.436.469 20.247.941 15,9% Advertising and Marketing Communications 42.895.362 45.363.486 33.576.299 24.043.404 18,9% (Integrated Marketing Communications) Artistic and traditional crafts * 3.835.153 6.042.850 5.908.702 6.296.628 5,0%

Revenue CCI 119.897.627 138.331.818 134.937.780 127.178.898 100,0% % revenue CCI 1,7% 1,9% 1,7% 1,4% - Total revenue 6.984.430.979 7.346.487.501 7.996.080.081 9.109.395.988 - Montenegro Source: Calculation based on Tax Administration data

4.5 Balance of Payments for Cultural Services (Import and Export)

External trade data on cultural services rely on the methodological solutions of the UNESCO Cultural Statistics Framework18. Considering the specifics and scope of the CCI in Montenegro, the following are recognized: presentedservices, equipment by the current and supporting account balances material relatedfor the culturalto the cultural field. Based and creativeon Foreign industries. Payment Transactions - CBM, the inflows and outflows are The current account of the balance of payments of cultural services shows

See: The 2009 UNESCO Framework for Cultural Statistics (FCS), Institute for Statistics of the United a18 continuous deficit in the period 2014-2017 with a trend of inflow and

Nations Educational, Scientific and Cultural Organization (UIS), Montreal, 2010, 38-39. 22 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

cultural and creative services. outflow growth, showing the growing potential of the area in the field of Graph 6: Current account balance for cultural services 2014 -2017

100.000.000

80.000.000

60.000.000

40.000.000

20.000.000

- 2014 2015 2016 2017 -20.000.000

-40.000.000

-60.000.000

INFLOW OUTFLOW BALANCE

Source: Foreign Payment Transactions - CBM services exports in 2014, and in 2017 their share would increase to 1.7%. Inflows into the account of CCI services accounted for 1.3% of total the services account in 2014, but their share declined to 14.1% in 2017. Expenditures on CCI services accounted for 18.6% of the total outflow in Total revenue in 2017 was EUR 22.8 million, with computer services and architectural services accounting for the largest share. In addition, the most significant export services are audiovisual and cultural heritage services.

23 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

Table 9: Current account balance for cultural services 2014 2015 2016 2017 INFLOW Licenses 848.999,72 685.926,74 498.855,07 450.869,83 News agency services 51.442,86 32.750,62 30.831,70 20.593,58 Other information services - - 1.683,23 4.368,88 Market research and polling - - 117.684,79 205.687,22 services Architectural services 6.232.426,53 4.794.884,96 5.898.605,25 7.353.838,64 Audiovisual services 1.628.229,47 1.625.606,76 2.045.387,27 1.572.077,70 Services related to cultural 296.344,82 353.964,58 212.930,57 1.429.337,50 heritage Computer services 4.808.547,53 8.164.473,55 10.818.773,74 11.833.611,31 TOTAL INFLOW 13.865.990,93 15.657.607,21 19.624.751,62 22.870.384,66

OUTFLOW Licenses 3.852.889,28 2.836.555,20 5.009.865,29 4.138.105,25 News agency services 1.089.770,44 556.633,54 240.002,65 83.909,40 Other information services - - 145.043,04 190.334,42 Market research and polling - - 286.881,35 668.983,96 services Architectural services 20.246.613,43 17.047.407,73 17.753.181,11 16.326.005,08 Audiovisual services 11.155.094,06 12.227.966,91 14.681.683,46 13.741.348,80 Services related to cultural 2.371.221,87 1.989.920,95 2.547.314,72 3.396.064,71 heritage Computer services 24.587.366,06 26.800.347,48 27.739.804,04 36.027.329,10 TOTAL OUTFLOW 63.302.955,14 61.458.831,81 68.403.775,66 74.572.080,72 Source: Foreign Payment Transactions - CBM

4.5 Household consumption

Household expenditure on culture and related activities was estimated on the basis of data from the Household Budget Survey conducted by the

19. Household consumption surveys were conducted Statisticalon an annual Office basis of Montenegrountil 2015, after by Classification which the periodicity of individual of the consumption survey was bychanged, purpose so classification that data will be available every three years in the following culture) in 2017 was 35.1 million, representing 2.3% of total expenditure onperiod. culture. Expenditure Growth in on household culture (identified consumption products has been and accompanied services related by an to increase in cultural expenditure, showing that with the rise in standards, cultural expenditure also grows.

19 Podgorica, 2016 See: Methodological Instruction: Household Budget Survey, Statistical Office of Montenegro,

24 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

Graph 7: Households’ expenditure on culture 35.183.856 34.338.840

29.953.380

2014 2015 2017 Source: Calculation on the basis of the Household Budget Survey - Monstat

In 2017, the largest household expenditures for the area of culture related to four product groups: books, cultural services, newspapers and magazines, as well as equipment for the reception, recording and reproduction of the structure of consumption by product / service groups. sound and images. In 2014-2017, significant changes were observed in Table 10: Household expenditure for culture by product groups on an annual basis 2014 2015 2017 Reception, recording and reproduction 1.626.648 2.602.476 4.566.804 equipment, sound and image

479.388 179.796 107.112 optical instruments DataPhotographic processing and equipment film equipment and 1.149.912 609.204 544.380 Image and sound recording media 138.696 323.880 105.024 Repair of audio-video, photographic and 96.264 277.260 68.484 data processing equipment Musical instruments and greater durable 0 85.884 28.620 goods for indoor recreation Services in culture 2.923.788 8.610.732 9.620.112 Books 14.562.012 13.096.056 11.418.744 News and magazines 8.669.064 8.424.708 8.480.472 Different printed material 246.612 128.844 63.828 Maintenance and repair of major durable 60.996 0 180.276 goods for recreation and culture Expenditures for culture 29.953.380 34.338.840 35.183.856 The share of expenditure on culture in 2,2% 2,5% 2,3% personal consumption Personal consumption 1.388.198.820 1.360.665.792 1.535.336.664 Source: Calculation on the basis of the Household Budget Survey - Monstat

25 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

4.6 Expenditure on cultural activities in the budget

For estimation of appropriations for cultural activities in the state budget, data from the Ministry of Finance on the realization of the budget from the final accounts according to the functional classification were used. At the same time, the functional classification has been crossed with the expenditureeconomic one on in culture order to is distinguish considered and as showtwo subcategories certain specificities. within Thethe categorycalculation 08-Recreation is based on theof Culture EUROSTAT and Entertainment,classification according namely: to which

• 08.2 - Cultural activities • 08.3 - Broadcasting and publishing activities

Total appropriations for cultural activities from the budget in 2017 amounted to EUR 27.1 million, or 1.5% of budget expenditures. Allocations for cultural portionactivities of have the culturalincreased appropriation significantly. Thegoes data to RTMNE show the Public same Service. relative level of cultural spending in budget expenditures as GVA CCI share. A significant Table 11: Appropriations for cultural activities in the budget of Montenegro 2014 2015 2016 2017 Cultural activities 082 9.750.412,08 10.243.536,25 11.627.836,02 13.363.956,56 Broadcasting and Publishing 083 2.240.602,83 15.042.599,25 13.899.640,11 13.797.285,22 of which other Transfers to Institutions (RTMNE and Koha 12.699.999,93 11.310.999,96 11.610.999,98 Javore) TOTAL 11.991.014,91 25.286.135,50 25.527.476,13 27.161.241,78

Budget Expenditure - Final 1.456.693.340,74 1.617.955.701,40 1.664.097.930,89 1.803.136.078,83 Account

Share of cultural appropriations in budget 0,8 1,6 1,5 1,5 expenditures (%) Source: Ministry of Finance data on budgetary accounts and Treasury data

Data on the CCIs participation in local government budget expenditures established. According to information from the Directorate for Local Self- Governmentare not available in the because Ministry functional of Finance, classification it is planned reporting that data byhas functional not been

26classification for local self-government will be available from 2020. MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

4.7 Profiles of the sector 4.7.1 Museums, Libraries and Heritage

Within the Museums, Libraries and Heritage sector, three activities have

• 9101 Library and archives activities been• identified9102 Museumin accordance activity with CA 2010: • 9103 Maintenance of historical sites, buildings and similar tourist monuments

According to the data collected, the total number of businesses in the museums, libraries and heritage sector in 2017 was 48, representing 2.6% of the total number of businesses in the CCIs. Although this sector includes the fewest business entities, in 2017 it employed 860 people or 13.9% of the total number of employees in CCIs. The data indicates a slight increase in the number of entities and employees in this sector. The majority of businesses belong to the public sector. In 2017, the total revenues of this sector based on the Tax Administration’s database were estimated at EUR 3.6 million. This sector has an important social and educational role, while its potential is reflected in supporting the development of cultural tourism. Table 12: Businesses, Employees and Revenues in the Museums, Libraries and Heritage Sector 2014-2017

2014 2015 2016 2017 Number of business entities LEGAL ENTITIES 42 43 45 46 ENTREPRENEURS 4 3 2 2 TOTAL 46 46 47 48 Employees LEGAL ENTITIES 770 777 779 858 ENTREPRENEURS 4 3 2 2 TOTAL 774 780 781 860 Total revenue (EUR) BUSINESS ENTITIES 1.715.574 2.318.805 3.259.220 3.620.182 Source: Calculation based on Tax Administration data

27 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

The largest share in the structure of registered business entities in this sector is the activity of museums. At the same time, the activities of museums employed the largest number of people, with the activity of libraries and archives. In the last four years, there has been a noticeable increase in the number of employees in all sectors withing CCIs. Table 13: Businesses, employees and revenues in the museums, libraries and heritage sector by industry 2014-2017

2014 2015 2016 2017 Number of business entities Library and archives activities 13 15 16 16 Museum activity 26 24 24 25 Maintenance of historical sites, buildings 7 7 7 7 and similar tourist monuments Employees Library and archives activities 312 316 315 321 Museum activity 387 395 398 464 Maintenance of historical sites, buildings 75 69 68 75 and similar tourist monuments Source: Calculation based on Tax Administration data

28 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

4.7.1 Music, Visual and Performing Arts Within the Music, Visual and Performing Arts sectors, eight activities

• 9003 Artistic creation have• been9004 identified The work in accordance of art institutions with CA 2010, namely: • 8552 Art education • 1820 Duplication of recorded tracks • 5920 Recording and publishing of sound recordings and music • 4763 Retail sale of music and video in specialized stores • 9001 Performing Arts • 9002 Activities auxiliary to performing arts

According to the data collected in 2017, 221 business entities were registered, representing 11.9% of the total number of business entities in CCI. Considering the form of organization, unlike others where one form of organization of within this sector or natural persons engaged in economic activity. legal entities dominates, there is a significant number of entrepreneurs In 2017, this sector employed 920 people or 14.9% of the total number of employees of CCIs. In the last four years, there have been a slight increase in the number of businesses and the number of employees. The music, visual constant growth in total revenues, which has doubled over the past four years,and performing reaching EUR arts 9.1sectors million show or 7.2%significant of total potential, revenue expressed generated throughby CCIs.

Table 14: Businesses, Employees and Revenues in the Music, Visual and Performing Arts Sector 2014-2017 2014 2015 2016 2017 Number of business entities LEGAL ENTITIES 112 123 121 128 ENTREPRENEURS 79 90 92 93 TOTAL 191 213 213 221 Employees LEGAL ENTITIES 792 794 825 820 ENTREPRENEURS 87 95 99 100 TOTAL 879 889 924 920 Total revenue (EUR) BUSINESS ENTITIES 4.028.294 5.858.139 7.610.602 9.177.943 Source: Calculation based on Tax Administration data

In terms of business structure, the most significant activities are artistic29 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO creation, recording and publishing of sound recordings and music and performing arts. These activities make up over 73% of business entities in the sector and at the same time employ and recruit a number of people. The art industry alone employs over 47% of people in the sector.

Table 15: Businesses, employees and revenues by activities in the music, visual and performing arts sectors 2014-2017

2014 2015 2016 2017 Number of business entities Artistic creation 64 77 80 83 The work of art institutions 8 8 8 9 Art education 4 4 4 5 Duplication of recorded tracks 17 18 17 16 Recording and publishing of sound recordings and 36 38 35 37 music Retail sale of music and video in specialized stores 19 18 18 17 Performing Arts 34 37 38 42 Activities auxiliary to performing arts 9 13 13 12 Employees Artistic creation 425 430 449 438 The work of art institutions 164 170 175 174 Art education 74 73 74 79 Duplication of recorded tracks 17 14 18 16 Recording and publishing of sound recordings and 81 77 74 76 music Retail sale of music and video in specialized stores 18 17 17 16 Performing Arts 88 88 94 100 Activities auxiliary to performing arts 12 20 23 21 Source: Calculation based on Tax Administration data

30 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

4.7.2 Design

The Design sector is recognized through activity 7410 Specialized design activities in accordance with CA 2010.

The design sector covers several disciplines such as: product design, graphic design,and fashion design, etc. In this sector, 104 business entities were registered in 2017 or 5.6% of the total number of business entities in CCI, the largest number being registered in the form of legal entities. In the last four years, there has been a rapid increase in interest in this form of creative industry, as indicated by the 73% growth in the number of businesses in this sector. Along with the growth in the number of businesses, there was also an increase in the number of employees. According to the data collected by the Tax Administration, 141 people or 5.6% of employees were employed in the design sector in 2017. The very nature of multidisciplinary design provides opportunities for other generated in this sector in 2017 is estimated at EUR 1.9 million. After related professions and profiles to engage in design activities. Total revenue this sector recorded a decline. significant growth recorded in 2014-2016, in 2017 the total revenues of Table 16: Businesses, Employees and Revenues in the Design Sector 2014-2017

2014 2015 2016 2017 Number of business entities LEGAL ENTITIES 41 55 68 86 ENTREPRENEURS 19 19 18 18 TOTAL 60 74 86 104 Employees LEGAL ENTITIES 58 79 95 123 ENTREPRENEURS 19 19 18 18 TOTAL 77 98 113 141 Total revenue (EUR) BUSINESS ENTITIES 1.757.279 1.988.556 2.134.985 1.904.452 Source: Calculation based on Tax Administration data

31 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

4.7.3 Film

Within the Film with CA 2010, namely: • sector, five activities have been identified in accordance • and5911 television Production programs of films, videos and television programs • 5912 Activities followed by the production of films, videos • • 77225913 RentalDistribution of video of films,cassettes videos and and compact television discs programs 5914 Activity of showing films According to the collected data, in 2017 there were 150 business entities business entities in CCIs, while in the same period this sector employed 270registered persons in or the 4.4% film of sector, employees which in represents CCIs. In the 8% period of the 2014-2017, total number there of was a constant increase in the number of businesses and employees, mainly programs. In 2017, the total revenue of this sector based on the Tax Administrationdue to developments database in the was production estimated ofat films,EUR 4.9 videos million and or television 3.9% of total revenue generated in the CCI area.

Table 17: Businesses, Employees and Revenues in the Film Sector 2014-2017 2014 2015 2016 2017 Number of business entities LEGAL ENTITIES 102 125 120 130 ENTREPRENEURS 18 19 19 20 TOTAL 120 144 139 150 Employees LEGAL ENTITIES 197 208 218 250 ENTREPRENEURS 18 19 19 20 TOTAL 215 227 237 270 Total revenue (EUR) BUSINESS ENTITIES 2.718.099 4.854.154 5.679.583 4.982.985 videos and television programs. At the same time, these activities recordedThe largest the number highest of growth businesses in the is period present 2014-2017. in the production When it of comes films,

32 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

videosto employment, and television the largest programs. number of employees is recorded in the film screening industry with the activity related to the production of films, Table 18: Businesses, employees and revenues by activities in the film sector 2014-2017 2014 2015 2016 2017 Number of business entities 65 80 85 97 14 14 13 11 Productionvideos and televisionof films, videos programs and television programs Activities followed by the production of films, 27 27 25 25 programs Distribution of films, videos and television 10 20 14 15 Rental of video cassettes and compact discs 4 3 2 2 Activity of showing films Emoloyees 68 74 88 104 12 12 10 10 Productionvideos and televisionof films, videos programs and television programs Activities followed by the production of films, 25 25 23 24 programs Distribution of films, videos and television 102 114 113 129 Rental of video cassettes and compact discs 8 2 3 3 Activity of showing films Source: Calculation based on Tax Administration data

33 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

4.7.4 Photography

The Photography sector has been recognized through activity 7420 Photographic activities in accordance with CA 2010.

The photography sector has recorded a steady increase in both the number of businesses and the number of employees. In this sector, 104 business entities were registered in 2017 or 5.6% of the total number of registered business entities in the CCIs. It is characteristic for this sector that almost the same number of business entities are registered in the form of legal entities and entrepreneurs. The growth in the number of employees is also conditioned by the increase in the number of business entities. The photography business usually employs a couple of people, and often only one employee. During the mapping process, it was observed that the photography business is often an activity associated with design services. According to the Tax Administration, in 2017, the photography sector employed 164 people or 2.6% of employees. Total revenues in this sector in 2017 are estimated at EUR 0.9 million and show constant growth. The which is characteristic of this sector, so that the revenues generated in budget does not cover the revenues of business entities that pay a flat tax, of a black market and copyright infringement and their protection were highlightedthis sector are as significantlykey problems. higher. In the mapping process, the existence

Table 19: Businesses, Employees and Revenues in the Photo Sector 2014-2017 2014 2015 2016 2017 Number of business entities LEGAL ENTITIES 46 45 48 54 ENTREPRENEURS 38 51 46 50 TOTAL 84 96 94 104 Employees LEGAL ENTITY 80 76 74 88 ENTREPRENEURS 67 76 72 76 TOTAL 147 152 146 164 Total revenu (EUR) BUSINESS ENTITIES 563.670 593.769 833.664 939.269 Source: Calculation based on Tax Administration data

34 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

4.7.5 Architecture

The Architecture sector is recognized through activity 7111 Architectural activities in accordance with CA 2010.

In 2017, the total number of businesses in this sector was 137, representing 7.3% of the total CCI business growth. Business entities in the architectural sector are primarily registered in the form of legal entities. In the 2014- 2017 period, the number of business entities in this sector increased (over 23%). Along with these developments, the number of employees increased. According to the Tax Administration, in 2017, the architecture sector employed 374 people or 6.0% of the total number of employees in revenues of 47.7% in 2017 compared to 2014. Central Bank data shows the CCI area. The architecture sector shows a significant increase in total activity, which indicates an increase in activities of Montenegrin companies inan theincrease foreign in market.inflows and a decrease in outflows based on architectural

Table 20: Businesses, employees and revenues in the architecture sector 2014-2017

2014 2015 2016 2017 Number of business entities LEGAL ENTITIES 110 120 123 135 ENTREPRENEURS 1 1 2 2 TOTAL 111 121 125 137 Employees LEGAL ENTITIES 300 334 348 372 ENTREPRENEURS 1 1 2 2 TOTAL 301 335 350 374 Total revenue (EUR) BUSINESS ENTITIES 8.337.436 10.121.163 9.446.795 12.314.226 Source: Calculation based on Tax Administration data

35 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

4.7.5 Computer programs and games

Within the Computer Programs and Games sector, two activities have

• 5821 Publishing of computer games been• identified6201 Computerin accordance programming with CA 2010, namely:

In the international context, the computer programs and games sector has thesignificant area of growthCCIs. According potential. to Although the data collected,it cannot be in said2017, that there this were sector 252 is businessat a high entitieslevel in Montenegro,registered in thisit certainly sector or occupies 13.5% of a thesignificant total number place ofin business entities in CCIs. There were 621 persons employed in this sector or 10% of the total number of employees of CCIs.

Along with the growth in the number of businesses and employees, there was also an increase in total revenues. According to the available data, the total revenues of this sector in 2017 amounted to around EUR 20.5 million. During the mapping process, a large number of freelancers were observed, who do not actually represent employees, but perform their business activity on the basis of a work contract and sometimes without a contract, thus keeping these transactions unrecorded.

Table 21: Businesses, Employees and Revenues in the Computer Programs and Games Sector 2014-2017

2014 2015 2016 2017 Number of business entities LEGAL ENTITIES 194 220 238 242 ENTREPRENEURS 8 10 9 10 TOTAL 202 230 247 252 Employees LEGAL ENTITIES 411 478 520 611 ENTREPRENEURS 8 10 9 10 TOTAL 419 488 529 621 Total revenue (EUR) BUSINESS ENTITIES 15.591.261 16.492.426 20.023.387 20.490.359 Source: Calculation based on Tax Administration data

36 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

The largest number of businesses and employees is in the computer programming industry (over 96%), while a small number of business entities are registered in the distribution or computer game publishing industry.

Table 22: Business entities, employees and income by activities in the computer programs and games sector 2014-2017 2014 2015 2016 2017 Number of business entities Publishing of computer games 6 7 11 9 Computer programming 196 223 236 243 Employees Publishing of computer games 6 11 14 17 Computer programming 413 477 515 604 Source: Calculation based on Tax Administration data

37 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

4.7.6 Electronic media

Within the Electronic Media in accordance with CA 2010, namely: • 6010 Broadcasting sector, of radio three programs activities have been identified • 6020 Production and broadcasting of television programs • 6312 Web site services (web portal)

According to the Tax Administration, in 2017, the number of registered business entities in this area was 125 representing 6.7% of the total number of business entities in the CCIs. This sector employs the largest in the electronic media sector or 21.7% of the total number of employees innumber CCIs. Based of peoplein on available the CCI data, field. the In estimated2017, 1340 total persons revenue were in employed2017 was EUR 23.1 million.

Table 23: Businesses, Employees and Revenues in the Electronic Media Sector 2014-2017 2014 2015 2016 2017 Number of business entities LEGAL ENTITIES 106 113 113 124 ENTREPRENEURS 1 1 1 1 TOTAL 107 114 114 125 Employees LEGAL ENTITIES 1381 1332 1325 1340 ENTREPRENEURS 2 2 2 2 TOTAL 1383 1334 1327 1342 Total revenue (EUR) BUSINESS ENTITIES 21.651.853 24.734.392 24.028.074 23.161.509 Source: Calculation based on Tax Administration data

The largest number of businesses is present in the area of website services, which represent a new form of media that is increasingly represented but which does not employ a large number of people. In addition, in the process of mapping by looking at the website of the Agency for Electronic Media of Montenegro, it was found that this number of business entities was in one part overestimated, ie. that they have not been entered in the AEM

38 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO registry. According to AEM, the total number of electronic publications was 45 at the end of 2018. The largest number of employees is in the production and broadcasting of television programs.

Table 24: Business Entities, Employees and Revenue by Activity in the Electronic Media Sector 2014-2017

2014 2015 2016 2017 Number of business entities Broadcasting of radio programs 38 39 34 33 Production and broadcasting of 24 26 25 25 television programs Services of Internet pages (web portal) 45 49 55 67 Employees Broadcasting of radio programs 168 163 159 164 Production and broadcasting of 1158 1111 1097 1084 television programs Services of Internet pages (web portal) 57 60 71 94 Source: Calculation based on Tax Administration data

39 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

4.7.7 Publishing

Within the Publishing accordance with CA 2010, as follows: • 5811 Book publishing sector, seven activities were identified in • 5813 Publishing of newspapers • 5814 Publishing of journals and periodicals • 5819 Other publishing • 6391 Activities of news agencies • 7430 Translation and interpreting services • 4761 Retail sale of books in specialized stores

According to the available data, this sector numbered 236 businesses in 2017, representing 12.7% of the total number of businesses in the CCIs. In the same period, the publishing sector employed 763 people or 12.3% of employees of CCIs. Compared to 2014, the number of employees in this sector increased. According to the available data, the total revenue of the publishing sector in 2017 was approximately EUR 20.2 million.

Table 25: Businesses, employees and revenues in the publishing sector 2014-2017 2014 2015 2016 2017 Number of business entities LEGAL ENTITIES 197 195 194 204 ENTREPRENEURS 37 33 33 32 TOTAL 234 228 227 236 Employees LEGAL ENTITIES 673 718 699 730 ENTREPRENEURS 39 34 34 33 TOTAL 712 752 733 763 Total revenue (EUR) BUSINESS ENTITIES 16.803.646 19.964.078 22.436.469 20.247.941 Source: Calculation based on Tax Administration data

The largest number of businesses in the publishing sector is represented in the retail trade of books in specialized stores, book publishing, publishing of periodicals and publishing of newspapers. These activities also employ

40 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO the largest number of people, with the fact that the newspaper publishing industry employs about 42%. It should be noted that when estimating the number of employees by industry in certain cases, it was not possible to separate the data in cases where the same company carries out several different activities.

Table 26: Business entities, employees and revenues by activities in the publishing sector 2014-2017

2014 2015 2016 2017 Number of business entities Book publishing 38 38 39 41 Newspapers publishing 27 27 27 27 Publishing of journals and periodicals 39 38 38 41 Other publishing activities 25 25 23 20 Activities of newspaper agencies 5 5 5 5 Translation and interpreting services 19 18 19 24 Retail sale of books in specialized stores 81 77 76 78 Employees Book publishing 144 158 169 172 Newspapers publishing 292 330 295 321 Publishing of journals and periodicals 45 39 37 45 Other publishing activities 20 18 16 11 Activities of newspaper agencies 18 17 18 17 Translation and interpreting services 50 44 47 52 Retail sale of books in specialized stores 143 146 151 145 Source: Calculation based on Tax Administration data

41 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

4.7.8 Advertising and Market Communications

Within the Advertising and Market Communications sector, three

• 7021 Communication and public relations activities activities• 7311 have beenAdvertising identified agencies in accordance with CA 2010, as follows: • 7312 Media presentation

The development of the Internet and information and communication technologies has led to changes in the way advertising with regard to the growth of internet investment, compared to traditional advertising methods such as leasing media space on television or i newspapers. The advertising and marketing communications sector is the sector with the largest number sector was 306 or 16.4%. In the same period, this sector employed 421 persons orof businesses6.8% of the in total the number CCI field. of In employees 2017, the intotal CCIs. number The developments of businesses in in basic this economic parameters indicate a crisis in this sector. Compared to 2014, there was a decrease in the number of businesses, employees and total revenues. In 2017, the estimated revenue of this sector was EUR 24 million.

Table 27: Businesses, employees and revenues in the advertising and marketing communications sector 2014-2017 2014 2015 2016 2017 Number of business entities LEGAL ENTITIES 350 261 282 295 ENTREPRENEURS 11 12 11 11 TOTAL 361 273 293 306 Employees LEGAL ENTITIES 395 357 373 410 ENTREPRENEURS 11 12 11 11 TOTAL 406 369 384 421 Total revenue (EUR) BUSINESS ENTITIES 42.895.362 45.363.486 33.576.299 24.043.404 Source: Calculation based on Tax Administration data

In the structure of business entities and the number of employees, the highest concentration is in the activity of advertising agencies, which represents 80% of business entities and 77% of employees in this sector.

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Table 28: Businesses, Employees and Revenue by Activity in the Advertising and Market Communications Sector 2014-2017 2014 2015 2016 2017 Number of business entities Communication and public 118 21 22 23 relations activities Advertising agencies 203 212 233 245 Media presentation 40 40 38 38 Employees Communication and public 30 34 35 38 relations activities Advertising agencies 290 272 288 326 Media presentation 86 63 61 57 Source: Calculation based on Tax Administration data

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4.7.9 Artistic and Traditional Crafts

Within the Art and Traditional Crafts sector, six activities have been

• 1512 Manufacture of travel and handbags, leather products and belts identified• 1629 in Manufacture accordance of with other CA products 2010, as of follows: wood, cork, straw and sticks • 2341 Manufacture of ceramic household and decorative articles • 2349 Manufacture of other ceramic products • 3212 Manufacture of jewelery and related articles • 3213 Manufacture of imitation jewelery and related articles groups, which could not be accurately covered by any of the aforementioned activityArtistic and groups. traditional Based craftson the appear Law on within Crafts the various activity classification by the Decision on the Establishment of Crafts, craft-like activities and a list of simple and complex occupations, and 36 the crafts types were of crafts recognized defined that belong to artistic and traditional crafts, which are listed within the methodological notes. However, due to the lack of a register of crafts, it was not possible to include them in the mapping of these crafts. On the other hand, for legal entities within the recognized activities, it cannot be with the Law on Crafts. stated with certainty whether they fulfill the requirements in accordance Based on the available data, 181 business entities were registered in the artistic and traditional crafts sector in 2017, representing 9.7% of the total number of CCI business entities. Although by their very nature, craft activities are usually tied to natural persons engaged in economic activity, according to the data obtained from legal entities, the number was almost doubled. In the same period, the arts and traditional crafts sector employed 316 persons or 5.1% of the total CCI employees. In contrast to the number of businesses and employees, which recorded a slight decline compared to 2014, revenues in the arts and traditional crafts sector have been almost doubled. Total revenue in 2017 was estimated at close to € 6.3 million.

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Table 29: Businesses, employees and revenues in the arts and traditional crafts sector 2014-2017 2014 2015 2016 2017 Number of business entities LEGAL ENTITIES 111 109 113 118 ENTREPRENEURS 75 72 68 63 TOTAL 186 181 181 181 Employees LEGAL ENTITIES 228 230 231 235 ENTREPRENEURS 95 89 84 81 TOTAL 323 319 315 316 Total revenue (EUR) BUSINESS ENTITIES 3.835.153 6.042.850 5.908.702 6.296.628 Source: Calculation based on Tax Administration data and the number of persons employed in this sector are the activities related toThe the two production most significant of other activities products inof termswood, ofcork, the strawnumber and of wool businesses as well as jewelry and related items.

Table 30: Business entities, employees and income by industry in the arts and traditional crafts sector 2014-2017 2014 2015 2016 2017 Number of business entities Manufacture of travel and handbags, 8 8 11 10 etc., leather products and belts Manufacture of other products of 84 82 82 83 wood, cork, straw and sticks Manufacture of ceramic household 7 5 5 5 and decorative articles Manufacture of other ceramic 2 2 2 3 products Manufacture of jewelery and related 74 72 69 67 articles Manufacture of imitation jewelery 11 12 12 13 and related articles Employees Production of travel and handbags, 8 9 11 12 etc., leather products and belts

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Manufacture of other products of 167 164 166 162 wood, cork, straw and sticks Manufacture of ceramic household 7 5 5 7 and decorative articles Manufacture of other ceramic 3 2 2 2 products Manufacture of jewelery and related 128 125 117 118 articles Manufacture of imitation jewelery 10 14 14 15 and related articles Source: Calculation based on Tax Administration data

46 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO

5 CONCLUSIONS Mapping the cultural and creative industries in Montenegro is a venture decision-makers to monitor the development of the cultural and creative industrieswhose end andresult, guide ie. their policies quantification in the forthcoming should serve period. as a starting point for the mapping process. Based on the analysis of international experience For the first time, the creative industries have been identified through in CCI mapping and consultation, 11 sectors have been identified and 40 Theactivities assessment related of tothe CCI economic based on effects CA 2010 of the havecultural been and identified. creative industries in Montenegro has led to the conclusion that the CCIs in Montenegro are below their potential and are lagging behind in comparison with other countries. Comparison with other countries is only of informative character because of limitations such as the contribution period and the extent of the CCI itself, which may ultimately lead to the wrong conclusion. The in the following parameters: results of the research showed that CCIs contribution in 2017 is reflected • 1.5% of gross value added (GVA) compared to the GVA of Montenegro, • 3,5% of registered business entities (legal entities and entrepreneurs) in relation to the total number of business entities in Montenegro, • 4.4% of employees engaged in cultural and creative occupations at the level of Montenegro, • 3.2% of the total number of employees in business entities at the level of Montenegro, • 1.4% of the total revenues of business entities at the level of Montenegro, • 1.7% of total exports of services, • 2.3% of total household expenditure on culture and related activities. some weaknesses regarding monitoring of statistics by institutions, so it is necessaryThe mapping to work process on their and removalassessment for theof contributions purpose of future have monitoring identified

47 MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO and more accurate assessment. Also, the cultural and creative industries are most susceptible to change, influenced by the development of new representtechnologies, a static changing category, their formthe content and it is ofvery the difficult CCI needs to classify to be becauserevised fromthey aretime intertwined to time and with adjusted other for sectors. new developments. As the classifications The limitations do not can be overcome by occasionally conducting specialized, methodologically well-designed research on the sample, where the extrapolation of the results obtained could characterize the sectors individually, but also the CCI as a whole.

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6 LITERATURE

• The economy of culture in Europe, KEA, Directorate-General for Education and Culture, European Commission, Brussels, 2006; • S. Jovicic, H. Mikic, Creative Industries in Serbia, British Council Serbia and Montenegro, Belgrade, 2006; • The 2009 UNESCO Framework for Cultural Statistics (FCS), Institute

Cultural Organization (UIS), Montreal, 2010; • V.for Kisic, Statistics Cultural of andthe CreativeUnited NationsIndustries Educational, in Europe, Culture: Scientific Cultural and Policy, vol 130, Institute for the Study of Cultural Development, Belgrade, 2011, 199-225; • Measuring cultural participation, 2009 UNESCO Framework for Cultural Statistics Handbook No. 2, Institute for Statistics of the

(UIS), Montreal, 2012; • ESSnetUnited‐ Nations culture, Educational, European Statistical Scientific System and Cultural Network Organization on Culture, Ministry of Culture Finances and cultural statistics department (CoStaC), Luxembourg (LU), 2012; • Creating growth, Measuring cultural and creative markets in the EU, Ernst & Young Global Limited, European Grouping of Societies of Authors and Composers (GESAC), Paris, 2014; • Cultural times, The first global map of cultural and creative industries, Ernst & Young Global Limited, International Confederation of Authors and Composers Societies (CISAC), Paris, 2015; • I.R. Bakaric, K, Bacic, Lj. Bozic, Mapping the Creative and Cultural Industries in the Republic of Croatia, Economic Institute, Zagreb, 2015. • Feasibility study on data collection and analysis in the cultural and creative sectors in the EU, KEA, European Commission, Brussels, 2015; • Indicators of the impact of culture on development in Montenegro (Culture for Development Indicators – CDIS), National Commission for UNESCO Montenegro, Cetinje, 2015; • Cultural Development Program 2016-2020, Ministry of Culture of Montenegro, Cetinje, 2016. • H. Mikic, Creative Entrepreneurship: Theory and Practice, Foundation Group for Creative Economy, Belgrade, 2017

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• Activity Classification 2010 Podgorica, 2011. • Methodological guidance: Household, Statistical Budget Office Survey of Montenegro,, Statistical

Web sourcesOffice of Montenegro, Podgorica, 2016 • https://en.unesco.org/ (10.09.2018). • The United Nations Educational, Scientific and Cultural Organization https://www.monstat.org/ • CentralStatistical Registry Office of MontenegroBusiness Entities http://www.pretraga.crps.me/ (21.05.2018.) • Agency for Electronic Media of Montenegro http://aemcg.org/ (23.05.2018.) • Ministry of Culture of Montenegro http://www.mku.gov.me/ministarstvo (21.05.2018.) • Tax Administration of Montenegro (6.06.2018.) http://www.poreskauprava.gov.me/uprava • Central Bank of Montenegro https://www.cbcg.me/ (6.06.2018.) • PI Chamber of Crafts of Montenegro https://zanapredak.jimdofree.com/ (21.06.2018.)

Laws and regulations • Law on Culture 016/11, 040/11 and 038/12 as of July, 19, 2012) • Law on Classification (Official of Activities Gazette of Montenegro, No. 049/08, Montenegro, No. 18/11). • Law on Crafts (Official Gazette of 64/09, 40/11 as of August, 08, 2011). • Decision on identifying (‘Official Gazetteof crafts, of craft-like Montenegro’, activities No. 54/09, and a list of simple and complex occupations No. 63/10 as of November, 05, 2010). • Standard Occupational Classification (‘Official Gazette of Montenegro’, No. 10/2011 as of February, 11, 2011) (‘Official Gazette of Montenegro’,

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INSTITUT ZA PREDUZETNIŠTVO I EKONOMSKI RAZVOJ INSTITUT ZA PREDUZETNIŠTVO I EKONOMSKI RAZVOJ

With the support of

United Nations Diversity of Educational, Scientific and Cultural Expressions Cultural Organization

MAPPING OF CULTURAL AND CREATIVE INDUSTRIES IN MONTENEGRO Assessment of the economic contribution of the cultural and creative industries Podgorica 2019